Gold and jewellery trends with trendbook 2019+

At VICENZAORO, from 23rd to 27th September, the global forecasting Observatory, TRENDVISION Jewellery + Forecasting, will be presenting the new TRENDBOOK 2019+, an indispensable tool describing the forecasts and trends destined to influence consumer evolution and purchasing decisions 18 months ahead of the market. In this context, phenomena like the Selfie are assessed, a factor that documents the era of Self-Expression, while new aesthetic codes emerge from the network and from Street Style. How Ghetto Fashion or Fafa Fashion (Favela Style) is transforming the languages of communication and market dynamics is also to be recorded. The Indi Companies, short for “Independents” or small companies born with the digital culture, are influencing decisions and the global digital economy.

The photos and texts in TRENDBOOK 2019+ are organized with the social language of tagging, “to get around and enjoy with likes”, as Paola De Luca, Forecaster & Creative Director of TRENDVISION says. TRENDBOOK 2019+ illustrates 5 macro trends associated to 5 consumer profiles: Gender Neutralist-Neutralia; Ethnical Modernist-Ethical Vision; The Midult-Past References; Retro Futurist-Parallel Realities; The New Man-Masculinity Unmasked. The “Gender Neutralist-Neutralia" trend comes from the USA and Great Britain, but has also developed in Korea and Japan: Millennials and Gen Z consciously open up to the acceptance of the imperfect, of the "unusual", rejecting the categories imposed by society. In this way a luxury street-wear is defined, attracting consumers that burst with positive energy and that become the mouthpieces of a new culture linked to Internet. “Ethnical Modernist-Ethical Vision” looks for an ethical sustainability that becomes global and urban, starting from tribal cultural heritage. The bearers of this trend are music festivals, however big or small, where the trend's mouthpieces can be heard, even online. “The Midult-Past References” on the other hand, looks further into an authenticity to be found in both craftsmanship and luxury and aims at young adults of between 30 and 35 years of age who have high spending power. The romantic Fifties/Sixties are revisited with nostalgia in the “Retro Futurist-Parallel Realities" trend: this consumer profile approaches the future by exploring the glam side of those years and displays a love-hate relationship with digital culture. The messages aimed at these consumers must be clear and simple, fast and easy. “The New Man-Masculinity Unmasked” defines new masculine codes linked to an increasingly genderless vision: open, curious, with fluid intelligence, this consumer loves to explore the world through new eyes and absorb different cultures. Brands and communication must support this new man by enhancing his feminine side but without overdoing it.